When the opportunity came up to work on DC’s next big film, The Batman, I couldn’t have been more excited to jump at the chance.

I led my team of creatives and strategists to launch an in-world, interactive microsite that evolved as the campaign progressed. We strategically flighted content to support major marketing beats. Fans who played along received exclusive content drops to fuel their excitement, resulting in a viral online swell of conversation. We rebuilt the Riddler’s cipher alphabet and turned it into a custom font. We released letters throughout the campaign for fans to collect and use to decipher future coded messages.

The buzz around the site caught the attention of the director himself, Matt Reeves, who provided us with the unique opportunity to create and add a custom video to the film credits, which was used to launch an unreleased scene.

Our site received 12.1M overall visits, while ‘Rataalada.com’ saw 82.8K mentions on social resulting in 4.5B impressions. Earned UGC across social totaled over 4.2M engagements.